How top SaaS companies turn customers into advocates (w/ Virginia, VP Customer Marketing)

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Why do customers stop talking about your brand, even when your product works?In this episode of The 360° Marketing Show, Anusha sits down with Virginia Bryant, VP of Customer Marketing at Qualtrics (and formerly at Microsoft, GitHub, and Zendesk), to explore the often-missed power of post-sale marketing! Whether you’re in B2B or SaaS, this episode is packed with value on:- The difference between real advocacy vs reference programs- How to shift from transactional to relationship marketing- Why most brands fail after closing- How to build value-driven customer experiences that lead to loyalty- The role of AI in scaling advocacy without losing authenticity🎧 What’s inside is real talk, from frameworks to examples like Glossier, GitHub, Apple, and Airbnb. If you're in marketing, customer success, or product—this one’s for you!!🎁 Companion Resources for This EpisodeDownload the Free Guide → https://anushakannan.com/360nucleusDownload the FREE AI-Powered Customer Advocacy Scorecard → https://anushakannan.com/360nucleusTake the 2-minute Customer Marketing Survey → https://qualtricsxm7hhx8kp6q.qualtrics.com/jfe/form/SV_4Pzvv6XzRGstRGu✨ Join the newsletter for builders: https://anushakannan.com/newsletterLet’s build marketing that connects. Not just converts! ⏱️ Timestamps:

00:00 – Why do customers stop talking about you?01:12 – Meet Virginia Bryant, VP Customer Marketing at Qualtrics03:40 – What separates great advocacy programs05:42 – Be the advocate for your advocates08:28 – What happens after the sale11:35 – Give value, don’t just ask for it13:06 – What Airbnb + Glossier can teach B2B15:07 – The problem with gated content17:17 – Start with intent, not campaigns20:31 – Why most companies are disconnected23:07 – Customers as people, not logos28:51 – AI + customer marketing: what works, what doesn’t33:43 – Measuring the impact of advocacy36:27 – Do NPS surveys still work?41:12 – How to future-proof customer marketing44:20 – Final thoughts + survey! 🔗 Listen & Subscribe🎙️ The 360° Marketing Show with Anusha Kannan Hub:⁠anushakannan.com/the-360degree-marketing-show-with-anushakannan🎧 Pivot with Anusha Kannan⁠ @AnushaRameshKannan  🧠 Explore the 360° Nucleus (Resource Hub):⁠anushakannan.com/360nucleus✉️ Newsletter – Context Switch📧 Sign up to receive Anusha’s newsletters:⁠anushakannan.com/newsletter🌐 Socials💼 LinkedIn – Anusha:⁠linkedin.com/in/anusharameshkannan💼 LinkedIn – The 360° Marketing Show: / the360marketingshowwithanushakannan 📸 Instagram (BTS):⁠instagram.com/anusha_rameshkannan🎵 TikTok:⁠tiktok.com/@anusharameshkannan▶️ YouTube Channel:⁠ / @anusharameshkannan Guest Socials💼 LinkedIn – Virginiahttps://www.linkedin.com/in/virginia-bryant-33910712/👀 Featured episode: Anusha on AMA Boston’s Talking Marketing⁠Watch here: https://www.youtube.com/watch?v=klH_zfYc8XY🎵 Theme Song CodeCode: DZBHXH6X1SGHZV5Etags: marketing, full-stack marketing, marketing podcast, anusha kannan, b2b marketing, marketing strategy, content marketing, product marketing, marketing analytics, customer marketing, ai in marketing, marketing careers, founder marketing, brand building, demand generation, marketing operations, b2b content, growth marketing, context switch newsletter, marketing thought leadership, customer advocacy, community-led growth, marketing leadership, email marketing, startup marketing, solopreneur podcast, marketing tools, marketing psychology, marketing neuroscience, career in marketing, marketer to founder, marketing advice, ai content strategy, marketing automation